Being popular on TikTok can make just about anything fly off the shelves, from beauty products to cucumbers, which became one of the most-ordered Deliveroo items after cucumber guy Logan Moffitt's recipe videos went viral earlier this year.
Since about December of last year, White Nights has been all over BookTok and its Instagram parallel, Bookstagram. Searching for the 1848 tale on these platforms will result in page after page of reviews, quotes, and moody shots.
Social media users from all over the world have rhapsodised about the beautiful love story it tells, and bewailed getting their hearts smashed into pieces by it.
It's a certain type of book that becomes popular on TikTok, usually. Romance novels do well, as do YA and fantasy, and mostly they're new or recent releases.
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